Emarketing excellence: planning and optimizing your digital marketing
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
Hoboken
Taylor and Francis
2013
|
| Ausgabe: | 4. ed. |
| Schlagwörter: | |
| Links: | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=547215 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=547215 |
| Beschreibung: | Description based upon print version of record. - Chapter 9 Managing digital marketing Cover; Title; Copyright Page; Contents; List of figures; List of tables; Preface; Acknowledgements; Chapter 1 Introduction to e-marketing; 1.1 Introduction; 1.2 Situation -- the connected world; 1.3 Situation -- B2C, B2B, C2B and C2C; 1.4 Situation -- e-definitions; 1.5 Situation -- sloppy e-marketing; 1.6 Objectives; 1.7 Objective -- sell -- using the Internet as a sales tool; 1.8 Objective -- serve -- using the Internet as a customer-service tool; 1.9 Objective -- speak -- using the Internet as a communications tool; 1.10 Objective -- save -- using the Internet for cost reduction 1.11 Objective -- sizzle -- using the Internet as a brand-building tool1.12 Introduction to e-strategy objectives; 1.13 Tactics, action and control; Chapter 2 Remix; 2.1 Introduction to remix; 2.2 What is the marketing mix?; 2.3 Beyond the mix; 2.4 The mix is morphing; 2.5 Product; 2.6 Price; 2.7 Place; 2.8 Promotion; 2.9 People; 2.10 Physical evidence; 2.11 Process; 2.12 An extra 'P'- partnerships; Chapter 3 E-models; 3.1 Introduction to e-models; 3.2 Online revenue models; 3.3 Intermediary models; 3.4 Attribution models; 3.5 Communications models; 3.6 Customer information processing models 3.7 Customer buying models3.8 Loyalty models; 3.9 Social media models; 3.10 Social business models and the Ladder of Engagement; Chapter 4 E-customers; 4.1 Introduction to e-customers; 4.2 Motivations; 4.3 Expectations; 4.4 Fears and phobias; 4.5 Online information processing; 4.6 The online buying process; 4.7 Online relationships and loyalty; 4.8 Communities and social networks; 4.9 Customer profiles; 4.10 Researching the online customer; 4.11 The post-literate customer; Chapter 5 Social media marketing; 5.1 What is social media marketing and why is it important? 5.2 Benchmarking and setting goals for social media marketing5.3 Create strategy and plan to manage social media; 5.4 Social listening and online reputation management; 5.5 Develop the content marketing and engagement strategy for your brand; 5.6 Define social media communications strategy; 5.7 Define approaches for the core social media platforms; 5.8 Social media optimization (SMO); Chapter 6 Site design; 6.1 Introduction to site design; 6.2 Integrated design; 6.3 Online value proposition; 6.4 Customer orientation; 6.5 Dynamic design and personalization; 6.6 Aesthetics; 6.7 Page design 6.8 Content strategy and copywriting6.9 Navigation and structure; 6.10 Interaction; 6.11 Mobile site design; Chapter 7 Traffic building; 7.1 Introduction to traffic building; 7.2 Search engine marketing; 7.3 Online PR; 7.4 Online partnerships; 7.5 Interactive advertising; 7.6 Opt-in email; 7.7 Viral marketing; 7.8 Offline traffic building; Chapter 8 e-CRM; 8.1 Introduction to e-CRM; 8.2 Introduction to relationship marketing; 8.3 Database marketing; 8.4 e-CRM; 8.5 Profiling; 8.6 Personalization; 8.7 Email marketing; 8.8 Control issues; 8.9 Cleaning the database; 8.10 Making it happen Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans. A practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demons |
| Umfang: | 1 Online-Ressource (xxi, 613 p.) |
| ISBN: | 1136181466 9781136181467 |
Internformat
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| 264 | 1 | |a Hoboken |b Taylor and Francis |c 2013 | |
| 300 | |a 1 Online-Ressource (xxi, 613 p.) | ||
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| 500 | |a Description based upon print version of record. - Chapter 9 Managing digital marketing | ||
| 500 | |a Cover; Title; Copyright Page; Contents; List of figures; List of tables; Preface; Acknowledgements; Chapter 1 Introduction to e-marketing; 1.1 Introduction; 1.2 Situation -- the connected world; 1.3 Situation -- B2C, B2B, C2B and C2C; 1.4 Situation -- e-definitions; 1.5 Situation -- sloppy e-marketing; 1.6 Objectives; 1.7 Objective -- sell -- using the Internet as a sales tool; 1.8 Objective -- serve -- using the Internet as a customer-service tool; 1.9 Objective -- speak -- using the Internet as a communications tool; 1.10 Objective -- save -- using the Internet for cost reduction | ||
| 500 | |a 1.11 Objective -- sizzle -- using the Internet as a brand-building tool1.12 Introduction to e-strategy objectives; 1.13 Tactics, action and control; Chapter 2 Remix; 2.1 Introduction to remix; 2.2 What is the marketing mix?; 2.3 Beyond the mix; 2.4 The mix is morphing; 2.5 Product; 2.6 Price; 2.7 Place; 2.8 Promotion; 2.9 People; 2.10 Physical evidence; 2.11 Process; 2.12 An extra 'P'- partnerships; Chapter 3 E-models; 3.1 Introduction to e-models; 3.2 Online revenue models; 3.3 Intermediary models; 3.4 Attribution models; 3.5 Communications models; 3.6 Customer information processing models | ||
| 500 | |a 3.7 Customer buying models3.8 Loyalty models; 3.9 Social media models; 3.10 Social business models and the Ladder of Engagement; Chapter 4 E-customers; 4.1 Introduction to e-customers; 4.2 Motivations; 4.3 Expectations; 4.4 Fears and phobias; 4.5 Online information processing; 4.6 The online buying process; 4.7 Online relationships and loyalty; 4.8 Communities and social networks; 4.9 Customer profiles; 4.10 Researching the online customer; 4.11 The post-literate customer; Chapter 5 Social media marketing; 5.1 What is social media marketing and why is it important? | ||
| 500 | |a 5.2 Benchmarking and setting goals for social media marketing5.3 Create strategy and plan to manage social media; 5.4 Social listening and online reputation management; 5.5 Develop the content marketing and engagement strategy for your brand; 5.6 Define social media communications strategy; 5.7 Define approaches for the core social media platforms; 5.8 Social media optimization (SMO); Chapter 6 Site design; 6.1 Introduction to site design; 6.2 Integrated design; 6.3 Online value proposition; 6.4 Customer orientation; 6.5 Dynamic design and personalization; 6.6 Aesthetics; 6.7 Page design | ||
| 500 | |a 6.8 Content strategy and copywriting6.9 Navigation and structure; 6.10 Interaction; 6.11 Mobile site design; Chapter 7 Traffic building; 7.1 Introduction to traffic building; 7.2 Search engine marketing; 7.3 Online PR; 7.4 Online partnerships; 7.5 Interactive advertising; 7.6 Opt-in email; 7.7 Viral marketing; 7.8 Offline traffic building; Chapter 8 e-CRM; 8.1 Introduction to e-CRM; 8.2 Introduction to relationship marketing; 8.3 Database marketing; 8.4 e-CRM; 8.5 Profiling; 8.6 Personalization; 8.7 Email marketing; 8.8 Control issues; 8.9 Cleaning the database; 8.10 Making it happen | ||
| 500 | |a Now in its fourth edition, the hugely successful Emarketing Excellence is fully updated; keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric e-marketing plans. A practical guide to creating and executing e-marketing plans, it combines established approaches to marketing planning with the creative use of new e-models and e-tools. This new edition seamlessly integrates social media technology like Facebook check-in, social networking, tablets and mobile applications into the mix, demons | ||
| 650 | 7 | |a BUSINESS & ECONOMICS / Distribution |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / General |2 bisacsh | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Internet marketing | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Electronic Commerce |0 (DE-588)4592128-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Telemarketing |0 (DE-588)4215401-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
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| 689 | 2 | 0 | |a Online-Marketing |0 (DE-588)7706419-7 |D s |
| 689 | 2 | |5 DE-604 | |
| 700 | 1 | |a Smith, Paul R. |d 1957- |e Sonstige |0 (DE-588)172558263 |4 oth | |
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Datensatz im Suchindex
| DE-BY-TUM_katkey | 1934325 |
|---|---|
| _version_ | 1821934736374759424 |
| any_adam_object | |
| author | Chaffey, Dave 1963- |
| author_GND | (DE-588)131879537 (DE-588)172558263 |
| author_facet | Chaffey, Dave 1963- |
| author_role | aut |
| author_sort | Chaffey, Dave 1963- |
| author_variant | d c dc |
| building | Verbundindex |
| bvnumber | BV041053365 |
| classification_rvk | QP 650 |
| collection | ZDB-4-NLEBK |
| ctrlnum | (OCoLC)830161288 (DE-599)BVBBV041053365 |
| dewey-full | 658.8002854678 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8002854678 |
| dewey-search | 658.8002854678 |
| dewey-sort | 3658.8002854678 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Electronic eBook |
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| id | DE-604.BV041053365 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T16:29:46Z |
| institution | BVB |
| isbn | 1136181466 9781136181467 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-026030614 |
| oclc_num | 830161288 |
| open_access_boolean | |
| owner | DE-91 DE-BY-TUM |
| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 Online-Ressource (xxi, 613 p.) |
| psigel | ZDB-4-NLEBK ZDB-4-NLEBK TUM_PDA_EBSCO_BAE_gekauft |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Taylor and Francis |
| record_format | marc |
| spellingShingle | Chaffey, Dave 1963- Emarketing excellence planning and optimizing your digital marketing BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Wirtschaft Internet marketing Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd Telemarketing (DE-588)4215401-7 gnd Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4592128-3 (DE-588)4215401-7 (DE-588)7706419-7 |
| title | Emarketing excellence planning and optimizing your digital marketing |
| title_auth | Emarketing excellence planning and optimizing your digital marketing |
| title_exact_search | Emarketing excellence planning and optimizing your digital marketing |
| title_full | Emarketing excellence planning and optimizing your digital marketing Dave Chaffey and PR Smith |
| title_fullStr | Emarketing excellence planning and optimizing your digital marketing Dave Chaffey and PR Smith |
| title_full_unstemmed | Emarketing excellence planning and optimizing your digital marketing Dave Chaffey and PR Smith |
| title_short | Emarketing excellence |
| title_sort | emarketing excellence planning and optimizing your digital marketing |
| title_sub | planning and optimizing your digital marketing |
| topic | BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Wirtschaft Internet marketing Marketing (DE-588)4037589-4 gnd Electronic Commerce (DE-588)4592128-3 gnd Telemarketing (DE-588)4215401-7 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | BUSINESS & ECONOMICS / Distribution BUSINESS & ECONOMICS / Marketing / General Wirtschaft Internet marketing Marketing Electronic Commerce Telemarketing Online-Marketing |
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